Amplitude review
Deep product analytics with replay, experimentation, ecommerce, AI, and a permanent free plan.
Reviewed by iTechGuides Editors · Editorial team · Updated Oct 2026
Amplitude is a digital analytics platform for product, marketing, data, and engineering teams. It collects behavioral events from web, mobile, server, and connected data sources, then brings together product and web analytics, funnel analysis, retention reporting, session replay, experimentation, activation, and AI-assisted analysis. Its breadth suits organizations that need to understand user behavior across digital products and connect those insights to customer and marketing workflows.
The permanent Free plan costs $0 per month and includes 2 million events per month, 10,000 monthly session replays, Product Analytics, and limited Experiments, Guides & Surveys. Plus starts at $0, includes the first 2 million events per month free, scales up to 70 million events, and includes two-year data retention. Growth adds advanced behavioral exploration, SSO, project permissions, and 20,000 monthly session replays with custom event-based pricing. Enterprise adds unlimited projects per portfolio, data access controls, and 50,000 monthly session replays, also with custom event-based pricing. This structure gives smaller teams a usable entry point while reserving broader governance and scale for higher tiers.
Amplitude’s ecosystem fit is a major part of its appeal. It supports web, iOS, Android, and API workflows, with integrations for Twilio Segment, Braze, Amazon Web Services S3, HubSpot, Shopify, and Google Analytics 4. HTTP, Dashboard REST, Export, and other APIs support data transfer and retrieval. The feature set reaches from event tracking and autocapture through behavioral cohorts, ecommerce purchase and revenue analysis, feature flags, audience activation, and AI-assisted analytics and agents. Choose Amplitude when product behavior, experimentation, and activation need to sit in one analytics environment. Teams seeking only a narrow traffic dashboard may not need its wider product-focused scope.
Amplitude pros and cons
- Where it wins
- Permanent Free plan includes 2 million events per month
- Combines funnels, retention, replay, ecommerce, and experimentation
- Supports web, mobile, APIs, and six listed integrations
- Where it doesn't
- Free plan limits events and monthly session replays
- Advanced controls require Growth or Enterprise
- Growth and Enterprise use custom event-based pricing
Amplitude fact sheet, pricing and score →
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